With technology, candidates are becoming better and better informed. HR communication must therefore reflect the internal reality of the company to achieve its objectives.
Managers are not the same depending on the type of corporate culture, notes Alexandra Montant, deputy general director at ReKrute – Make me better. She points out four main types of corporate culture which were defined in the 1980s by major American researchers. There are cultures geared towards innovation like Apple at the time; those that are more competitive, like Samsung; those who are in cooperation; and those whose strong point is organization.
In each of these cultures, the leaders are different. To obtain commitment, it is necessary to recruit employees who will naturally integrate with the type of leader required by the company culture. In the Moroccan market, as in the whole world, the search for “corporate culture” is the expression that comes up the most in Google queries. These are essential realities for the employer brand. They make it possible to make collaborators ambassadors.
Recruiting people who naturally fit with the company culture allows you to have employees who will be naturally committed and loyal. Which matters a lot, now that people are talking more and more about teleworking. This corporate culture allows people to put their heart into their work. It is therefore clearly one of the key factors on which the company communicates. ALTEN stands out well in this area.
Candidates need transparency
ALTEN finds itself at the crossroads of several trends: the emergence of new technologies at dizzying speed, the rise of teleworking, AI, the massive migration of talent (especially the population of engineers) etc.
In fact, the behavior and expectations of the engineer are constantly evolving. He needs a response that is both very fast and personalized. He makes a connection between his skills and the mission he will receive even before he joins the company. Is it in line with his values? Can he telework? Is it the same culture? Thus, with the emergence of new technologies, notably AI, the behavior of the engineer has changed.
The Covid crisis has also significantly impacted their expectations, their confidence in the future, as well as their interests. He is more interested in meaningful projects that can save lives, protect the earth, etc. The company must adapt to this radical change.
Youssef El Hammal, publication director at DRH.ma, completes the statement by emphasizing the need for transparency that candidates have. Previously, labels were a way of reassuring them, since they were awarded under scientific conditions. From now on, access to social networks allows these engineers to access information and above all to compare it with their repository.
They can determine the company’s stock price. This is why we should not consider the employer brand as a simple budget that we will entrust to a communications agency, or that we will manage internally, to give the impression of being “pretty”. This is seen immediately if it is not over time, if there are contradictions. Information today is accessible. The company will then struggle to recruit.
The company must look in the mirror
Mohammed Benouarrek draws a parallel on this subject with customer acquisition. Now it’s about acquiring talent. After the customer experience, here is the employee experience and the notion of customer-employee. The company must attract this customer to the market or retain the one within its walls. Previously, the job seeker had “the honor of requesting the goodwill of the company”.
From now on, he is offering services. We are witnessing a “warm-up”, an enhancement of talents. Alten recruits a young population who leave school with a lot of ego. We must fight to keep these talents in the country and retain them. It is a true act of patriotism that ALTEN Maroc is carrying out. This is why it is important to know how to look in the mirror.
The company must have the courage to measure what its employees think of it. It’s not a cost, it’s an investment. When the company decides to participate in certification or labeling, it begins with an audit which identifies its true face, without judging it. But this audit also provides, possibly, recommendations to follow, with action plans. The Best Place To Work procedure is not limited to studying the procedures on paper, specifies Karim Idrissi Kaitouni.
This only represents 30% of the grade. The other 70% come from testimonials from the employees themselves. Distinguished companies like ALTEN in Morocco are benchmarked annually compared to other international centers. The performance of managers depends on the level of satisfaction and commitment of employees.
Youssef El Hammal
Publication director at DRH.ma
“The territory of the employer brand is therefore not limited to attracting, engaging and retaining loyalty. The company can support its employees with the idea of going elsewhere and coming back. It is then a “talent factory”.
Murtada Calamy / ECO Inspirations
